Zielke Visagie is the Finance Manager at Get Set Go Media, and handles everything finance related! Although Zielke’s job requires tons of responsibility and seriousness, she simply loves working at Get Set Go Media, and often describes it as being a part of one big happy family. Zielke is all about the number crunching but her view on the advertising landscape is pretty much on point!
What are your views on traditional advertising? Do you prefer TV over radio over print etc.
I definitely prefer radio over all traditional advertising, it is cost effective, time efficient and delivers measurable results.
Cost Effective – When you’re out to reach a national audience, radio advertising delivers a much more budget friendly solution that other forms of advertising. Television and Print ads can cost hundreds of thousands of dollars to get off the ground. Between getting copywriters, art directors, screen actors, models, video equipment, and studio time, just producing a TV or Print advertisement is extremely expensive. When thinking of media spend, national radio rates can be much more attractive than TV rates – yet you’re still able to reach the intended target audience. One of the most clear advantages of radio advertising is how cost effective producing and running a radio spot is.
Time Efficient – How long does it take to get a television or print campaign off the ground? How long is the lead time on national print ads? National news publications and magazines are notorious for their extremely long lead times. If you want to test a national print ad, the planning and production needs to occur months, or even a year before the ad actually runs. Television also has long production and lead times as well. It can take months to get a high quality TV on the air, with an affordable, yet successful media plan. Yet radio has an extremely short lead time. Producing a quality radio spot can happen as fast as three weeks, and booking a strong media spend as fast as two. This means, you are able to test your message or brand on the radio almost as quickly as you think of it. The quick time frame it takes to execute a radio campaign is certainly one of the many advantages of radio advertising.
Measurable Results – Another great advantage of radio advertising, particularly for direct response advertising is the ability to track results quickly, and accurately. You see, not only does direct response radio track results, down to the market, station, and location, but the results are instant. When you use radio ads that track calls, it is very clear within two weeks if the message is working. In fact, if a spot is doing particularly well or poorly, that fact may be glaringly obvious within the first few days of testing your radio advertising campaign. Along with the fast turnaround time, this means if your spot is on this week and you aren’t seeing the results you need, you can have a new spot, testing an entirely new message on before you have time to seriously fret over the negative results. In comparison to TV, which can take months to give you real, measurable results or print ads, which are difficult if not impossible to track, radio provides accurate results quickly and on a daily basis. The accuracy and swiftness of results obtained via direct response techniques may in fact be the most important advantage of radio advertising.
Which African countries should be on our radar when it comes to advertising?
I think Nigeria! Nigeria is expected to revise its methods for GDP estimation, and is on track to become Africa’s largest economy.
Do you have any advice for smaller brands that have limited budget when it comes to advertising?
I will definitely go with radio – behind every exceptional advertising campaign is a great strategy.
Radio Advertising is all about connecting with your audience on an authentic level. To do that, you have to intimately understand your current and potential customers. When you’re out to reach a national audience, radio advertising delivers a much more budget friendly solution that other forms of advertising.
Tell us something about you that not many people know about you
I did Ballet for 13 years and also finished my teachers course. I also did Spanish dancing for 8 years :) – I LOVE dance.
If a kid walked up to asking for your advice and you only had a few minutes to give them your best tip, what would it be?
Trust God with all your heart! Laugh as much as you can and live each day to the FULL and have it in abundance till it overflows.
If you could choose one superpower… what would it be?
Call me Bird-Woman! Flying would be very helpful. I wouldn’t have to pay for transportation to go home or even to go overseas! Flying around the city, going places I wouldn’t normally go would be a great way to see the world from a different angle. And of course I could visit my friends and relatives more often.